Dive Brief: 

• Coca-Cola Zero Sugar is tapping into March Madness hype with a new campaign that revolves around the idea that being the best sports fan can be “thirsty work,” and that Coke Zero is the ideal refreshment, per details shared with Marketing Dive. 
• The campaign includes a spot, “Fight Song,” that celebrates the role fight songs, often led by fans, play during March Madness. A digital experience invites consumers to vote for their favorite fight song in a daily matchup for the chance to win free tickets.
• The latest extension of the “Best Coke Ever?” creative platform will span out-of-home, experiential activations and in-game placements with the Coke Zero Sugar’s Thirsty Fan Cam. 

Dive Insight: 

Coke Zero Sugar is attesting that “fan work is thirsty work” for its March Madness campaign. The effort is a continuation of its “Best Coke Ever?” platform, which was launched in 2021 to promote a reformulation and packaging redesign. In the latest iteration, creative materials argue that the best fans deserve the best Coke. 

Key to the campaign is a 30-second spot, “Fight Song,” which begins with a series of fight songs of different Coke Zero Sugar NCAA Partner Schools competing in the Men’s and Women’s March Madness tournament. The spot ends with a woman taking a sip of Coke Zero Sugar before continuing to cheer on a team. The campaign was handled alongside agency Cartwright and production company Iconoclast.

“Fight Song” will run through the National Championship game on April 7 on ABC, ESPN, TNT, CBS, TBS, TRU and across social media and digital channels. To engage with consumers, a digital experience will invite sports fans to vote for their favorite fight song in daily head-to-head matchups for the opportunity to win tickets to the 2026 NCAA Men’s or Women’s Final Four.

The brand will additionally host on-site experiential activations, including street sampling, in the NCAA Men’s and Women’s Final Four host cities of San Antonio, Texas, and Tampa, Florida, respectively. Consumers attending the Final Four will also be greeted with commemorative 12-ounce cans of Coke Zero Sugar for the Semi-Final and Final rounds of the tournament. On-campus events at colleges and universities nationwide round out the effort. 

A number of brands have attempted to capitalize on March Madness hype, from Powerade to State Farm. Buffalo Wild Wings launched a campaign, “So Many TVs. Not Enough Eyes.,” that positions the sports bar as the ideal spot for March Madness tournament viewing and riffs on infomercial tropes with its CGI buffalo mascot, Hank.

Putting its Zero Sugar beverage in the spotlight could be valuable for Coke as the better-for-you category gains steam, particularly among younger consumers who are less open to full-sugar sodas. The prebiotic soda category is hitting a fever pitch, with Coke having launched its first offering in the space through its Simply line of beverages in February. This week, PepsiCo announced it will acquire prebiotic upstart Poppi for $1.95 billion. 

Notably, The Coca-Cola Company recently moved its media and data business in North America from WPP to Publicis Groupe following a closed door review, a move that could be timely as soft drink brands ramp up marketing activity in areas like the better-for-you space. The Coca-Cola Company saw net revenue increase 6% year over year to $11.5 billion in Q4 and 3% YoY to $47.1 billion in 2024, per its latest earnings statement.